K-Beauty FACE-Off: TIRTIR vs. CLIO – Who’s Winning the PR Game for Shade Inclusivity?
The rise of Korean beauty products is no joke, and as global popularity soars, the demand for inclusivity and variety is stronger than ever.
Historically, Korean beauty standards have prioritized lighter skin tones, with shade ranges from major brands like CLIO and TIRTIR remaining limited—especially in the foundation, particularly cushion foundations.
As K-Beauty expands, so do the PR strategies behind its growth. Brands are actively reaching out to darker-skinned beauty influencers, providing PR packages to test product capabilities—inviting both praise and constructive criticism.
By targeting influencers, models and media platforms with diverse audiences, K-Beauty brands are globally expanding.
Take CLIO, for example. The brand’s Cushion line offered a slim shade range, catering to lighter skin tones. As of Jan. 20, 2024, the line now features 20 shades designed to suit more skin tones and undertones.
Meanwhile, TIRTIR—one of CLIO’s key competitors—has been setting the standard for shade inclusivity. Their Cushion originally debuted with three shades. However, in response to customer feedback and growing global demand, the brand expanded its shade range, offering 40 shades by August 2024.
TIRTIR’s rapid and extensive expansion has set a new standard for K-Beauty, demonstrating how brands can—and should—approach inclusivity. Take a closer look at the strategies that made this possible.
SOCIAL MEDIA STRATEGIES
Looking at their TikTok presence, there is a significant disparity in reach and engagement.
CLIO’s global TikTok account, @cliocosmetics_global, currently has around 37,600 followers, whereas @tirtir.official has around 577,000 followers. With deeper research, it becomes clear why.
Even after launching 20 additional shades, CLIO’s TikTok presence remains lackluster. Beyond a couple of swatch posts, there is little content featuring real people using the expanded shade range—especially on its global page, which is meant to reach an international audience.
On the other hand, TIRTIR has executed its PR strategy flawlessly.
The brand’s expansion stemmed from a viral TikTok review by Darcei, a well-known Black beauty influencer. After swatching one of TIRTIR’s darkest shades and finding it too light and ashy, she jokingly remarked that TIRTIR should hit her up if they wanted to create a better shade for her. The response was swift and impactful: TIRTIR expanded its cushion foundation range, sent her a PR package, and even brought her to its lab—actively incorporating influencer feedback into product development.
TIRTIR also takes its social media strategy further by consistently showcasing a diverse range of models across all shades—not just on its global page, but on its main TikTok account as well.
Additionally, TIRTIR launched a “Find Your Foundation Shade” filter on TikTok, which went viral and attracted influencers to engage with the brand in a fun, interactive way. This strategy not only increased visibility but also reinforced the brand’s authentic approach to diversity—proving that its efforts were more than just a cash grab.
As K-Beauty evolves to cater to a more diverse global audience, TIRTIR is leading the way—not just by expanding shade ranges, but by actively listening, engaging, and making real changes in response to consumer demand.
Emma Salehi
Emma Salehi is a Junior Public Relations student at CSUN and an active member of PRSSA. Beyond campus, she contributes to various freelance publications, bringing fresh ideas and perspectives. Passionate about the music industry—particularly K-Pop and the Asian diaspora—Salehi runs her own blog and podcast, DILEMMAs, where she shares her thoughts, dilemmas, and favorite things. After graduation, she hopes to continue interviewing, writing, and telling impactful stories.